@ Amy Cueva @ MadPow
- Founder & Chief Experience Officer @ HxRefactored - Chair of Design Track – April 5-6, 2016 DESIGN FOR CHANGE: EMPATHY AS OUR GUIDE

“The world hates change, yet
it is the only thing that has brought progress.” Charles F. Kettering

Design provides us with a
creative and human-centered pathway to inspire, motivate, and guide change – helping us to improve the experience of health for the populations we serve. DESIGN FOR CHANGE

DESIGN FOR CHANGE Empathy Inspired
Design Behavior Change Design Organizational Design

Individual: Inspired Direction Business: Customer
Focused Results Societal: Positive Human Impact USING EMPATHY AS OUR GUIDE IN DRIVING CHANGE

WE ARE pioneers, innovators, designers,
technologists, strategists, believers, change makers, patients, doctors, family members, executives, people, WOUNDED HEALERS.

”…a good half of every
treatment that probes at all deeply consists in the doctor's examining himself... it is his own hurt that gives a measure of his power to heal.” Carl Jung

FUELS OUR DRIVE.
OUR EMPATHY

PEOPLE WILL TELL US WE
ARE WRONG.

“Insist upon pretense and you’ll
have it. Insist upon mediocrity and it is yours. Insist upon beauty and you will find it. Insist upon learning and you will learn. Insist upon living with great passion and you will see differently.” Paula Darcy

MAKES US STRONGER.
ADVERSITY

WHAT IS GOOD FOR THE
PEOPLE WE SERVE IS ULTIMATELY GOOD FOR THE BUSINESS.

“There is nothing soft about
it. Empathy is a hard skill that should be required from the board-room to the shop floor.” HBR: Belinda Parmar CORPORATE EMPATHY IS NOT AN OXYMORON

THE VALUE OF DESIGNDesign-Driven Companies
Outperform S&P by 228% Over Ten Years - The ‘DMI Design Value Index' Posted By Michael Westcott, Monday, March 10, 2014 Updated: Monday, March 10, 2014 +228% over 10y

Improving the Rx Experience =
20% Increase in Online Orders

THE MATURATION OF DESIGN INSIDE
ORGANIZATIONS Pretty Stick

Masseuse PCP Support Network: Friends
& Family Pharmacist Lawyer Chiropractor Health Coach CSR CSR CSR HR Cardiologist Nurse Therapist Weight Watchers Gym Lobbyists Social Worker Politicians Lobb Patient Advocate Translator Financial Entities Transportation Service Heart Health Start Up Hospital Network Hospital Cardiology Lab Pharmacy Pharma PBM Insurance Company Insurer for Hospital Federal Government HS FDA CDC egislature utive ch Employer Condition Management Companies Information: Google, Web MD, YouTube, iTunes Condition Management Start Up Walk in Clinic Organizations & Non-Profits Health Tech Health Exchan State Govern Local Agencies Health Communications Patient Community THE HEALTH ECOSYSTEM

THE HEALTH ECOSYSTEM Masseuse PCP
Support Network: Friends & Family Pharmacist Lawyer Chiropractor Health Coach CSR CSR CSR HR Cardiologist Nurse Therapist Weight Watchers Gym Lobbyists Social Worker Politicians Lobb Patient Advocate Translator Financial Entities Transportation Service Heart Health Start Up Hospital Network Hospital Cardiology Lab Pharmacy Pharma PBM Insurance Company Insurer for Hospital Federal Government HS FDA CDC egislature utive ch Employer Condition Management Companies Information: Google, Web MD, YouTube, iTunes Condition Management Start Up Walk in Clinic Organizations & Non-Profits Health Tech Health Exchan State Govern Local Agencies Health Communications Patient Community WE CAN GATHER TOGETHER AROUND SHARED OBJECTIVES & DESIGN AN ECOSYSTEM OF CARE.

What Motivates? CDC Designs for
Medication Adherence

SHARED VALUES +SHARED ACTION =SHARED
PROFIT Cindy Gallop (FINANCIAL & SOCIAL)

EXPERIENCE
ECONOMY
IT IS AN

WHEN SOCIETY WINS, THE BUSINESS
WINS.

PURPOSE BEYOND PROFIT? WHAT IS
YOUR

“As organizations operationalize their purpose,
we will see Corporate Social Responsibility & Customer Experience disciplines converge. ” Little Ole’ Me

THE DESIGNER’S
HIPPOCRATIC OATH
@DesignersOath

INTEGRATING EMPATHY INTO YOUR ORGANIZATION
METHODS FOR

BECOME STUDENTS OF THE PROBLEM,
INCLUSIVE IN OUR APPROACH.

in ethnographic studies so they
can experience customers first hand and feel empathy for them. A research report alone won’t do it. IMMERSE KEY STAKEHOLDERS

"You have to have a
good theory. Every time we take an action it is predicated upon a theory. It is in understanding the people we serve in the present that we construct a theory about the future.” Clayton Christenson CONSTRUCT A THEORY

Where to FOCUS, where we
are DOING WELL, & where we need to IMPROVE. EMOTION WILL SHOW US

Sara Wachter-Boetcher “Everybody Hurts: Content
for Kindness” …if we’re able to consider users at their worst, and if we’re able to make experiences feel good for people at their most vulnerable, most difficult moments, then we can make them work for everybody." DESIGN FOR PEOPLE AT THEIR WORST

Walk in the
customer’s
shoes.

EXAMINE THE INTERPLAY OF EMOTION
WITH THE JOURNEY

Evidence-based maternity decision making for
PregnantMe

CUSTOMER NEEDS FORMULATE A HIERARCHY
OF Trustworthy Easy Kind Meaningful Very Cool Delightful Relatable Functional

CVS Helping a Hospital Empower
the Newly Diagnosed

STRATEGIC PARTNERS PEOPLE FAMILY &
FRIENDS SOCIAL MEDIA COMMENTATERS WELLNESS SALESPERSON STATE/FED LEGISLATION STATE/FED REGULATORS HR BENEFITS ADMIN CONTENT CREATOR INTERNAL SALES DTF/DSPOC COMPANY CONTACT UCCI IT OFFICE ASSISTANT 3RD PARTY VENDOR OTHER PATIENTS GOVN’T ADMIN BLOGGERS RECEPTION BROKER HYGIENIST DENTIST STATES VS. OVERSEAS CONFERENCES AT WORK AT HOME BENEFITS FAIR MILITARY EVENTS PROVIDER OFFICE EXAM ROOM WAITING ROOM PARKING LOTS COMMUNITY OUTREACH TRAVELING ONLINE IN CAR REMOTE VS. POPULATED AREA CO-WORKERS DEPENDENTS REPORTERS RECOVERY KIDS BEGIN DENTAL CARE USE MYDENTAL BENEFITS UNDERWRITING ONBOARDING CHANGE PLAN CHOOSE DENTAL TREATMENT EMERGENCY PROTOCOL BENEFITS SELECTION ACCOUNT INSTALLATION MEMBER REGISTRATION MAKE AN APPOINTMENT SUBMIT A CLAIM INQUIRY REFERRALMAKE A PAYMENT HOME CARE & MAINTENANCE ONLINE REGISTRATION CAN CREATION ACTIVE DUTY ACTIVATION TRAVEL TO DENTIST COST- ESTIMATOR AUTHORIZATION APPROVAL LOD INJURY STRATEGIC PARTNERS INFO STORE AUTHORIZATION SUBMISSION LOD APPROVAL MILITARY INSTALLATION GRIEVANCES SUBMIT AN APPEAL AUDITS GO TO DENTIST FIND A DENTIST MOVING PLAN/ PRODUCTS OPINION LAB CO COMPUTER BILLS COVERED SERVICES TABLET EM W PROVIDER AMENITIES BENEFITS GRID MY B W MPHONE LETTERS (W MARKETING MATERIALS CHOMPER CHUMS PRE DETERMINATION GOOGLE MAPS ID CARD MEMBER APP SOCIAL MEDIA MOBILE APPS UCD WEBSITE ENVIRONMENTS PROCESSES DENTAL SUPPLY REP PEOPLE ORAL SURGEON OTHER DENTISTS PHARMACY LAB INSURANCE COMPANY FAMILY OFFICE MANAGER HYGIENISTS SPECIALISTS RECORD KEEPING TRAFFIC PARKING LOT ADMIN SPACE OPERATING ROOM LOCATION WAITING ROOM OFFICE ASSISTANT RECEPTIONIST PATIENTS SENDING EMAILS FILING CLAIMS SCHEDULING APPOINTMENTS FACILITY MAINTENANCE GREETING PATIENTS CREDENTIAL- ING OBTAINING LICENSING REQ CLEANING TEETH BILLING PATIENTS CONDUCTING PROCEDURES BEING ON-CALL FOR HOURS CONDUCTING EXAMS PHONE CALLS ORDER SUPPLIES MARKETING FAX WEBSITE MY PATIENT BENEFITS EMAIL PRACTICE MANAGEMENT SOFTWARE MAIL DENTAL EQUIP- MENT/TOOLS PHONE COMPUTERS NETWORK ENVIRONMENTS PROCESSES ARTIFACTS BANKING PEOPLE PARTNER ENROLLMENT DEPARTMENT PARTNER SALES REP TPAS OTHER EMPLOYEES DENTAL ELECTRONIC SERVICES IT SUPPORT OTHER CARRIERS PARTNER ACCOUNT INSTALLATION TRADE EVENTS PAPER HEALTH & BENEFITS FAIRS OPEN ENROLLMENT BROKER OFFICE PRIVATE EXCHANGE MOBILE PUBLIC EXCHANGE ACCOUNT INSTALLATION MEMBERSHIP AND BILLING PEGA SYSTEM ANALYST OPEN ENROLLMENT ENROLLMENT PROCESS PERFORMANCE GUARENTEE RESEARCH ON AN EXCHANGE REVIEW CLAIMS EXP. BILLING PROCESS MEMBER COMPLAINTS BROWSE ON THE WEBSITE REVIEW OF LAWS BILL PAYMENT REVIEW NETWORK SUFFICIENCY DETERMINE FUNDING NEED FOR INSURANCE ONBOARDING EMPLOYEES REVIEW OF COMPETITORS FINALIST PRESENTATION DETERMINE BENEFIT BUDGETS REQUEST A QUOTE GEMUS ERROR REPORTING PREMIUM FILES CERT E-DELIVERY (ENROLLMENT) SHARPOINT (MAINT. FORMS) POLICY DOCUMENT AGL (INSTALLA- TION & MAINT.) DEMO- GRAPHICS SALES BROCHURES GPA (POLICY) COB LAT GEO P EX ELECTRONIC FORMS ADMIN KITS GLI E ACCOUNT MANAGEMENT PORTAL E-BILL INVOICES ELECTRONIC COMMUNICATION PAPER ENROLLMENT ENVIRONMENTS PROCESSES ARTIFACTS DENTAL SUPPLY REP PEOPLE ORAL SURGEON OTHER DENTISTS PHARMACY LAB INSURANCE COMPANY FAMILY OFFICE MANAGER HYGIENISTS SPECIALISTS RECORD KEEPING TRAFFIC PARKING LOT ADMIN SPACE OPERATING ROOM LOCATION WAITING ROOM OFFICE ASSISTANT RECEPTIONIST PATIENTS SENDING EMAILS FILING CLAIMS SCHEDULING APPOINTMENTS FACILITY MAINTENANCE GREETING PATIENTS CREDENTIAL- ING OBTAINING LICENSING REQ CLEANING TEETH BILLING PATIENTS CONDUCTING PROCEDURES BEING ON-CALL FOR HOURS CONDUCTING EXAMS PHONE CALLS ORDER SUPPLIES MARKETING FAX WEBSITE MY PATIENT BENEFITS EMAIL PRACTICE MANAGMENT SOFTWARE MAIL DENTAL EQUIP- MENT/TOOLS PHONE COMPUTERS NETWORK ENVIRONMENTS PROCESSES ARTIFACTS ECOSYSTEMS MEMBER PROVIDER EMPLOYER BROKER Audit every touch point in the ecosystem against hierarchy of needs.

is a byproduct of how
we are organized internally to deliver it. THE EXPERIENCE

TRAIN YOUR ORGANIZATION IN EMPATHY
& HUMAN CENTERED DESIGN

HBR: Belinda Parmar "Empathy can
be measured, and your business’s empathy quotient can be assessed, allowing CEOs to pinpoint their companies’ strengths and weaknesses, and see how they rank alongside their competitors." EVALUATE AND MEASURE

EMPATHY WILL INSPIRE OUR DIRECTION,
FUEL BUSINESS INNOVATION, & DELIVER POSITIVE HUMAN IMPACT.

THANK YOU. @ Amy Cueva
@ MadPow - Founder & Chief Experience Officer @ HxRefactored - Chair of Design Track – April 5-6, 2016